![]() Modelo also repositioned the beer in the U.S. Ironically, Corona ’s sales in the United States did not grow until it readopted the traditional clearīottle, with its long neck and brand name in raised letters painted on the glass. In 1977 Modelo held only one percent of the market abroad for Mexican beers. The legal issue was not settled until 1985. market by adopting a U.S.-style bottle for Corona, but the brand ran into trouble because a Puerto Rican beer of the same name held the trademark for the Corona name. Market in the 1980sįern ández Rodr íguez set his sights on the U.S. Under his leadership, Modelo ’s share of the Mexican market grew from 39 percent in 1977 to 45 percent in 1985. Antonio Fern ández Rodr íguez, also Spanish-born, succeeded Diez Fern ández as director general of the firm in 1971. Modelo established plants in Ciudad Obreg ón (1960), Guadalajara (1964), and Torre ón (1966) and created a national distribution network. By 1956 it was the leading brewer, passing Cervecer ía Cuauhtemoc and Moctezuma, with 31.6 percent of total beer production in Mexico. Modelo spent heavily on advertising during the late 1940s and early 1950s, much more so than its rivals. ![]() He also acquired the regional breweries producing Victoria (1935), Estrella (1954), and Pac ífico (1954). He went on to become co-founder and major stockholder of Celanese Mexicana in 1944 and a director of Banamex, one of Mexico ’s largest banks,ĭiez Fernandez kept Modelo a private company that financed its expansion into producing malt, bottles, bottle caps and corks, and cartons through earnings rather than borrowing. He first worked as an accountant for a bakery, established the first mechanized bakery in Mexico, and then became part-owner of the first yeast factory for bread in Mexico. Born in Spain in 1884, Diez Fern ández emigrated to Mexico at the age of 21 with money he borrowed from the Dominican fathers under whom he studied. Cervecer ía Modelo, which eventually outstripped the other two in production and sales, was founded in 1925 in Mexico City by Braulio Iriarte, with the help of President Plutarco Elias Calles.Ĭervecer ía Modelo soon came under the control of Pablo Diez Fern ández, who became its director general in 1930 and its majority stockholder in 1936. Its chief rival was Cervecer ía Moctezuma, founded in 1894. Cervecer ía Cuauhtemoc was founded in Monterrey in 1890. The First Fifty Yearsīeer was the basis for the holdings of the Sada and Garza extended families, whose Monterrey Group became the most powerful business combine in Mexico. Anheuser-Busch did not, however, hold a majority of Grupo Modelo ’s voting shares. Grupo Modelo was, in the late 1990s, 50.2 percent owned by Anheuser-Busch Cos., the world ’s largest beer-producing company, and it was the exclusive importer of Anheuser-Busch ’s products in Mexico, including Budweiser and Bud Light. A holding company, it is vertically integrated, beginning with its overseeing of the selection of seeds and germination of hops, and including brewing and bottling plants and distribution by trucks and ships. The company also produces nine other brands of beer. Its best known brand is Corona Extra, a light brew that ranked first in sales among beers imported to the United States in 1997 and fifth in the world in total production. ![]() is the largest beermaker in Mexico, holding 55 percent of the national market in 1998, when it was the 12th-largest beer producer in the world and the most profitable brewer in Latin America. NAIC: 31212 Breweries 322212 Folding Paperboard Box Manufacturing 311213 Malt Manufacturing 327213 Glass Container Manufacturing 332431 Metal Can Manufacturing ![]() Incorporated: 1925 as Cervecer ía Modelo, S.A. ![]()
0 Comments
Leave a Reply. |